Cookie Consent by Free Privacy Policy website "The Way to Essential": Range Rover Velar will be the protagonist of an exhibition project inspired by reductionism at Fuorisalone 2017
april 06, 2017 - Land Rover

"The Way to Essential": Range Rover Velar will be the protagonist of an exhibition project inspired by reductionism at Fuorisalone 2017

The national preview of the new Range Rover #velar, undisputed icon of #design, took place this evening at the Permanente Museum in Milan 
Special Partners: Kvadrat and Born Creative Leaders
April 5 - A packed audience of Italian and international guests attended the exclusive #event organised by Land Rover, the famous British car brand, at the prestigious Palazzo della Permanente in Milan. Land Rover, which comes back to the Milan #design Week for the 4 th consecutive year, presented "The Way to Essential": an exhibition project which takes visitors to a timeless dimension, where they can enjoy a visual, tactile and sound experience based on reductionism.
Reductionism is also the concept around which the architecture of the new Range Rover #velar revolves. It is the fourth model of the Range Rover series, positioned between Range Rover Evoque and Range Rover Sport. Its glam and unconventional #design gives the brand a new dimension of modernity and refined elegance, in line with the Above & Beyond style.
The special guests of the evening were Massimo Frascella, Creative Director Exteriors Land Rover Design and Amy Frascella, Chief Designer Colour and Materials Land Rover #design, who, together with Elena and Giulia Sella (DesignByGemini), accompanied guests to the discovery of Range Rover #velar, and illustrated what inspired them in the creative process that led to the creation of the latest model of the Range Rover series. 
During the evening inspiredbyVelar, the European project by Land Rover was also presented. The project explores the world of #design and technology and involves young designers in the creation of unique pieces inspired by the new Range Rover #velar
Six talented designers participate in the project: Luca Nichetto (Italy), Victoria Willmotte (France), Victor Castanera (Spain), Sebastian Scherer and Piet Boon (Germany).
The #event was also an opportunity to experience first-hand the exhibition path: a space where chaos gives way to contemplation and where dispersion becomes attention, while the noise and the colour bustle of the city turn into white and complete silence. The multisensory walk finds its main creative expression in a stylised forest, a harmonious composition of fabrics by Kvadrat, a reference point at European level in the field of #design of fabrics. The forest is a metaphor of a material and mental transition which leads to pure beauty. Walking through the forest, visitors begin to glimpse the small details of the new Range Rover #velar, and then contemplate it, in its entirety, as a true #design icon.

The installation closes with a photo exhibition byGary Bryan, who celebrates the vehicle with nine visual suggestions, exposed in a minimalist space resembling a museum.
Alongside Kvadrat, another special partner was Born Creative Leaders, a platform that gathers and supports the creativity of national and international companies whose flagship is #design.